The Rise of Video - is video fuelling or cannibalising the music business model?

14.40 Video – the stats & myths
The bigger picture: video evolution in a financial perspective. Video has been around for a long time: MTV was built on broadcasting music videos, but a lot has changed.
How do consumers discover new music? What are the listening behaviours? Are the kids passive or active users?
What is the overlap between audio streaming, video streaming, music downloads, social networking, merchandise and ticketing? What are the interactions between offline and online?Jean Littolff, ex-Managing Director of Nielsen Music

14.50 Video’s impact on the record labels
Music marketing is increasingly reliant on video, with distribution via YouTube and Vevo central to the marketing strategy. But the role of video for monetisation purposes is growing, with YouTube currently the only monetised social media platform. Is monetising via ads becoming more important than the actual sales?
Are the record labels becoming content producers and programmers? Are YouTube and Vevo a channel for promotion or a source of royalties? Justin Barker, Curation & New Product Development Manager, Universal Music Group

15.00 The Artist relationship with video
Music behaviours are changing as is the artist relationship with digital media. Audio-visual content is in turn the message, the channel, and the marketing glue. How are artists incorporating visual content into their art, their performance and their business model? An artist’s view and use of video as a performance tool, a marketing tool, and a way of making money.Laura Kidd, She Makes War, Musician & Artist

15.10 MCN’s and the music business
The Orchard has a YouTube multi-channel network (MCN) with more than 1,000 channels that together accounted for more than 50 billion lifetime views…
How is The Orchard operating its MCN? What is the strategy behind a music business creating its own MCN, and what lead to this development?Scott Cohen, Founder & VP International, The Orchard

15.20 Knowing the audience: making video viral – how stuff spreads
Understanding and leveraging fan conversations, audience data and social media to make video go viral. Are artist’s audiences and the communities within the audience, being worked and served to maximum potential and value?
Analysing global memes such as Gangnam, Harlem Shake, Daft Punk, and Commander Hadfield.Francesco D’Orazio, Chief Innovation Officer, Face

15.30 Discussion: Is video the new audio?
If yes, what are the implications – for artists and song-writers, for the established music industry, and for the development of new standards and formats?
Does audio quality matter over video? Is there an increasing dichotomy between young and happy with low-fi, and old and wanting higher quality? Are all audience segments – not just ‘the kids’ – being served and monetised?
Is the lack of demand for quality diluting the music industry?Moderator:Robert Kaye, Founder & Lead Developer, MusicbrainzPanellists: Scott Cohen, Founder & VP International, The Orchard Justin Barker, Curation & New Product Development Manager, Universal Music Group Jean Littolff, Managing Director, Nielsen Music - The Nielsen Company Francesco D’Orazio, Chief Innovation Officer, FaceLaura Kidd, She Makes War, Musician & Artist

16.00 Coffee/Tea Break

16.30 The YouTube Economy – and the importance of creativity for revenue
Content creators and vloggers – YouTube enables everyone to be a content creator, but some are more lucrative than others. What’s the secret sauce?
The YouTube partner programme – who benefits and who gets left out?
A number of artists and rights owners are using YouTube as a passive income stream, e.g Zoe Keating and Psy with their music being used in UGC and mash-up videos all over YouTube. Why are not more rights owners using the medium as a passive income stream? Candice Morrissey, Head of Music Partnerships, EMEA

16.40 The Vevo music eco-system – just another music vertical?
One-way music video/content distribution with a lack of social tools, is Vevo just another walled-garden MCN for record labels and advertisers with premium content focus? What is the value of Vevo and what value does Vevo deliver to the various users and audiences?Eric Mackay, VP, International Business Affairs & Business Development, VEVO UK

16.50 The magic formula for monetisation: audience development + ad sales
Base79, the largest MCN outside of the US, has turned audience development, ad sales, video distribution, and rights management in to a science, with audience development and scale as the key to monetisation.
Adopting a revenue-share model with its clients, indie labels and brands, what are the successful online video strategies to monetise the YouTube algorithm? How is the relationship between ‘the YouTubers’ and the rights-holders developing?Jamie Searle, Head of Content Partnerships, Music, Base79

17.00 The rights and revenue gap
What is the rights situation for video from a monetisation, tracking, and royalty data point of view? A number of rights holders seem to be making a lot of money from policing YouTube and the MCN’s rather than from actual monetisation of their long-form or short-form content. Is this indeed the ‘actual monetisation’ from just another source in the age of the internet?
What are the opportunities for pay-outs for the artists, songwriters, publishers and labels? How to ensure that music used online in various forms is correctly licensed?Ed Averdieck, Co-founder & CEO, CueSongs

17.10 The missed live video and streaming opportunity
How does Ministry of Sound – as the world’s leading dance music brand – use and monetise video content from all its various business areas? The MoS music video business is run through YouTube MCN – Base79. What role does video play from a promotional and revenue point of view?
An area of particular interest is streaming video ‘Live From The Club’, currently hindered by a rights quagmire, which stops various rights holders from exploiting video to its full potential.James Garside, Product Manager Apps & Platforms, Ministry of Sound

17.20 Debate – Game-changing formats and monetisation
Are music videos no longer just about the music?
Short-form and long-form video with a variety of content, not just pure music videos, are a means for artists to market and monetise their art. Mash-ups, UGC, affiliate partnerships, vloggin, background material, etc. what are the different ways video can be a revenue stream?
Does the changing format and monetisation opportunity mean a new relationship with brands – both from a branded content and product placement perspective?
Is YouTube simply the easiest way to get to the music without paying anything? Spotify costs money and YouTube gives everything free. Do kids actually watch the video? Or is it background to something else? Moderator:Caroline Bottomley, Founder & CEO, RadarPanellists: Candice Morrissey, Head of Music Partnerships, EMEA Eric Mackay, VP, International Business Affairs & Business Development, VEVO UK Jamie Searle, Business Development, Music, Base79 Ed Averdieck, Co-founder & CEO, CueSongs James Garside, Product Manager Apps & Platforms, Ministry of Sound